As the days lengthen and temperatures rise, travelers sense the coming of summer — and with it comes school breaks, road trips and much-needed escapes to destinations far and near.
But where are travelers heading, and what kinds of adventures do they seek? Following is a roundup of tracked and observed trends from industry players for the summer of 2024. (Note: This story will be updated as new trends are spotted.)
Trends From Natural World Safaris
Trend 1: European Destinations Continue to Top the Charts
By analyzing Google search volumes, Natural World Safaris uncovered the top destinations that U.S. travelers are considering for summer travel.
According to its research, Naples, Italy, was the most-searched-for destination, up 100% from the same time last year. The Spanish island of Ibiza came in second, with a 97% increase year over year. And the third most-searched destination was Edinburgh, Scotland, with interest up 77% since this time in 2023.
Trend 2: Less Searches for Paris, Puerto Vallarta and More
Natural World Safaris also looked at significant decreases in search volume, and the largest drop was for Paris. The city was searched for 53% less since last year, though it seems likely that, given the Olympics and the demand the event has driven, travelers know that availability will be low and crowds will be sizeable. Searches for Puerto Vallarta, Mexico, decreased by 38%, and Cuba saw the third-largest dip, with 34% less searches than this time last year.
Trends From Squaremouth.com
Trend 1: Travel Costs Are Up — Way Up
Travel insurance marketplace Squaremouth.com has reported that travelers are spending an average of $10,000 on summer trips. According to the company, that’s a 7% increase over last summer and a 14% increase when compared to 2022. Rising vacation costs are being attributed to both higher prices in the travel world (for flights, accommodations and more) and inflation. The brand looked at thousands of trips planned (and insured) for mid-June to mid-September this year.
Trends From Booking.com
Trend 1: Travelers Seek Beaches, From Florida and Beyond
With countless beaches and many family attractions, Florida is (unsurprisingly) on summer travel wish lists. Panama City Beach is being searched for on the booking engine, with a 32% year-over-year increase in searches; Destin comes next with a 27% increase in searches over last year; and Orlando has a 15% increase in search volume this summer.
Outside of Florida, Ocean City, Maryland is trending in search data (with a 22% increase in search volume over last year), and Gulf Shores, Alabama, has 15% more searches than in 2023.
Trends From Justfly.com
Trend 1: Top-Booked International Summer Flights
Online travel agency Justfly.com has looked at data (collected over 90 days in spring) for flights booked by Americans for travel between June 1 and Aug. 31, and the most-booked round-trip ticket is to Manila, Philippines. Coming in second is Lagos, Nigeria, followed by Ho Chi Minh City in Vietnam, Egypt’s Cairo and then London. In 2023, the top five spots went to Istanbul, London, Dubai, Turkey’s Antalya and Paris.
Trends From Pinterest
Trend 1: “Quiet Life” Travel is Trending
According to Pinterest’s Summer 2024 Travel Report, which looks at global user data from winter 2023 to winter 2024, people are using (and searching for) terms like “calm places” and “quiet life” at much higher rates year-over-year. Digital detox travel is also of interest, and use of terms like “village vibe,” “cabin in the mountains” and “forest walk” is increasing. Pinterest reports that trending “quiet life travel” destinations include Okinawa, Japan and the English countryside.
Trend 2: Pinterest Users Are Seeking Adventure
According to the study, use of the search terms “adventure activities” is up 45% from last year. Then, within that category, the following search terms showed the highest jump year-over-year: “luxury safari lodge” (up 110%), “water park rides” (170%), “train journey” (90%) and “hiking trail” (94%).
Trend 3: Road Trip-Related Searches Up for Gen Z
Pinterest users of Gen Z are looking for more affordable and spontaneous travel, and trips they can easily do with friends. Enter the road trip, which checks all of those boxes. Pinterest’s study shows that trending searches for Gen Z users include “what to bring on a road trip” (up 66% year-over-year), “road trip snacks” (up 65%), “places to go with friends list” (up 50%), “nature with friends” (up 50%) and “comfy road trip outfit” (up 250%). Pinterest names Jasper, Canada, as the top destination for Gen Z (up 155% year-over-year).
Trends from Allianz Partners
Trend 1: All Signs Point to Europe
In reviewing its own data, travel insurance provider Allianz Partners found that 34% more Americans are heading to Europe this summer, compared to 2023. When looking at travel bookings between Memorial Day and Labor Day, the top three destinations in Europe are London, Paris and Dublin, Ireland, respectively. Allianz also noted that Nice, France, has made its first appearance on the list, coming in at No. 10.
Trend 2: Orlando Tops the Domestic Chart
Allianz looked at more than six million flight bookings to better understand where U.S. travelers are heading domestically this summer (again from Memorial Day to Labor Day), and Orlando, Fla., tops the chart. Coming in as the second most-booked destination is Seattle, followed by Boston, New York City and Honolulu.
Trend 3: Summer Spending is Up
Allianz’s latest Vacation Confidence Index indicates that American travelers are expected to collectively spend more than $220 billion on summer travel this year. Notably, that figure is 118% higher than summer spending in 2019. On average, American households will spend approximately $2,843 on summer vacations.
Trends From Matador Network
Trend 1: Travelers Consider Using AI Tools to Plan Summer Trips
According to a recent survey by Matador Network (the creator of GuideGeek, a free AI tool that provides travel assistance), nearly 51% of travelers say they might use AI tools to help them plan their summer trips. Respondents with kids were especially likely to do so (about 57%).
Trends From Hertz
Trend 1: Americans Will Travel — and Spend — More This Summer
According to a survey of U.S. adults conducted by Hertz, 52% of American travelers will travel more this summer than they did last summer, with the most popular destinations being the beach (40%), urban centers (34%) and small towns (30%). To make their vacations happen, 54% say they’ll spend more in 2024 than they did for summer 2023 travel.
Trends From Fora Travel
Trend 1: Demand for Spain is Up
Advisors with host agency Fora Travel looked at year-over-year numbers to determine summer booking patterns among its clientele. A key takeaway is that international travel is up (making up 58% of bookings for 2024, compared to 47% in 2023). Italy remained the most sought-after destination among Fora clients, while Spain overtook Greece this year, grabbing the second spot. Top cities booked in Spain are Barcelona, Madrid, Mallorca, Ibiza and Seville. Bookings for the latter city are 33.3% from last year.
Trend 2: Interest in the South of France Jumps
No doubt fueled by the number of travelers heading to France for the 2024 Summer Olympic Games, Fora Travel reports a 76.6% jump in bookings to the south of France. Clients will visit the region of Provence, Alpes and Cote d'Azur.
Trend 3: Italy is Fora Travel's Top Performer This Summer
Italy is Fora Travel's most-booked international destination this summer. Advisors have booked nearly 1,000 trips to Rome this season, and Chapter Roma is the most-booked hotel in the city. Florence ranks second in terms of bookings, followed by Venice, Ischia and Lake Como.
Trends from the American Hotel & Lodge Association (AHLA)
Trend 1: Overnight Leisure Travel is Up
A recent poll from AHLA connected with more than 2,000 adults in the U.S., and the data shows that 61% of Americans plan to take overnight leisure trips this summer. Of those travelers, 34% will travel more than they did during summer of 2023, and 46% say they’ll book in hotel rooms for their accommodations (versus home rentals or camping spots, for example).
Trend 2: Inflation Is Impacting Traveler Decisions
Inflated prices in the U.S. are impacting how travelers hit the road, according to the survey. Data shows that in the next four months, inflation might reduce travelers’ chance of staying in a hotel (55%); reduce the chance of them traveling overnight (51%); reduce the chance of them traveling by air (46%); and reduce the chance of them renting a car (44%).
“This survey shows hotels are poised to benefit from a strong summer travel season, but it also underscores that inflation remains a stubborn obstacle to growth for our industry,” said Kevin Carey interim president and CEO of American Hotel & Lodge Association (AHLA). “As hoteliers continue to face serious economic challenges – including a nationwide labor shortage, high interest rates and aggressive federal regulatory efforts – AHLA will be fighting at all levels of government to overcome those obstacles on behalf of our members.”
Trends From Hilton.com
Trend 1: Hawaii Is Calling American Travelers
Hilton.com search data collected over 90 days shows that Hawaii is the most searched-for destination by Americans looking to travel this summer for five days or more. Cancun came in second in search volume and was followed by London, Orlando, Fla. and Myrtle Beach, S.C.
Trends From Turo
Trend 1: Economic and Political Uncertainty May Impact Travel Plans
According to a new survey conducted by Harris Poll on behalf of rental car marketplace Turo, 33% of Americans are altering, thinking about altering or even canceling their summer plans due to economic and political uncertainty. The upcoming presidential election is impacting traveler choice, as is inflation. Of respondents, 69% say that budget constrictions are making travel in 2024 harder, and 61% say they have less money to spend on travel this year compared to last year. Younger travelers report feeling hesitant to travel this year, with 50% of Gen Z respondents and 43% of Millennials changing or canceling their plans.
Trend 2: Travelers Prefer Driving Over Flying
Of the more than 2,000 U.S. adult survey respondents, 56% say they’d rather drive than fly, citing cost effectiveness and the joy of being on the open road. And summer road trips are looking good to many travelers: 78% of respondents say they’re enticed by the idea of an extended road trip this season.
Trend 3: Travelers Are Cutting Costs
Plenty of U.S. travelers will adventure both close to home and far this summer, but many will be spending their money carefully. More than half (54%) of respondents say they’ll stay in budget-friendly accommodations (from motels to campgrounds) to save, and that they’ll keep their dates flexible (53%) to take advantage of lower, off-peak prices. Some will take shorter trip to save (52%), and 50% of travelers will share accommodations or transportation costs to stick to their budget. Notably, 60% of Americans will opt for a staycation to cut costs.
Trends From TripIt
Trend 1: The Summer Travel Boom Is Real
In a new survey conducted by trip planning app TripIt, 92% of
users are planning a trip between now and the end of fall. When asked about
their top reasons for booking trips in the next year, 67% name relieving
mental stress, 65% point to mental restoration, 59% say they’ll travel to increase
happiness, 49% cite their health and 45% percent say they'll travel to get a break from work.
Catching up on sleep was a reason to travel for 26% of respondents, while 16% percent
say they’ll travel for a digital detox.
Trends From Vacasa
Trend 1: More Summer Trips, But Closer to Home
A cooperative survey by home rental management platform Vacasa
and communications consultancy Allison shows that travelers will take
more trips this summer (five on average, and usually weekend getaways) but will
stick closer to home. Of respondents, 89% will remain in the U.S. for their
travels, and lake and beach destinations make up for 63% of those summer trips.
Trend 2: Summer Holidays Mean Big Travel Numbers
The survey also shows that 72% of travelers will hit the road on a
holiday weekend this summer. Unsurprisingly, the Fourth of July is a popular travel
date, with 43% of respondents choosing to travel then.
Trend 3: Road Trips Reign
More than three-quarters of respondents say they’ll travel by car,
RV or camper van this summer. Gen X travelers and older are leaning into this type
of adventure especially (88%).
Trends From Virtuoso
Trend 1: Demand for Asia, Europe and the Caribbean Is Up
By looking at more than $60 million in sales, Virtuoso has determined its “Hot 10” destinations for the summer season. The list is based on how much demand has increased for these destinations compared to the same time last year. The top three destinations are Thailand (162% increase in bookings over summer 2023), Japan (126%) and Anguilla (70%). Rounding out the list is Singapore (up 52%), Belgium (up 50%), Bermuda (up 50%), Iceland (up 49%), Saint Barthelemy (up 49%), Sweden (up 47%) and the Netherlands (up 33%).
Trend 2: A Move to “Coolcations” in Europe
Using the same data, Virtuoso sees that more travelers are booking cooler European locales instead of traditionally loved destinations like Italy (which shows a 3% increase in bookings over last year). Scandinavia shows a 27% increase in bookings, and interest is up for Iceland and Sweden, as mentioned above. Bookings in Norway are up 16% and Ireland bookings are up 13%.
Trends From TripAdvisor
Trend 1: Hidden Gems in the U.S. Draw Travelers
A new study by Places to Travel analyzing TripAdvisor data has determined the most sought-after hidden gems in the United States this summer. Crater Lake in Oregon took the top spot, with more than 180,000 monthly searches on average. Arizona's Havasu Falls placed second with more than 147,000 monthly searches, followed by Manhattan's Roosevelt Island.
Rounding out the top 10 list is California's Pinnacles National Park, Morton Arboretum in Illinois, Eastern Market Detroit in Michigan, Discovery Park in Seattle, Descanso Gardens in Southern California, Tennessee's Fall Creek Falls, Cuyahoga Valley National Park in Ohio, California's Mount Shasta and Mount Lassen, Congaree National Park in South Carolina, Black's Beach in California and Garfield Park Conservatory in Illinois.
Trends From Mazda
Trend 1: Many Americans Will Take a Road Trip This Summer
In a survey of about 2,500 U.S. adults, Mazda found that 93% of Americans enjoy a road trip. And this summer, 68% of respondents will take one. When asked why they like this type of travel, 82% cited the scenic views; 71% said they like the adventures that come with a road trip; 71% cited the flexibility of the trip type; 58% said they enjoy bonding with friends or family while on a road trip; 46% cited cost savings; and 44% said they find this mode of travel nostalgic.
Trend 2: Each Generation Likes a Different Facet of a Road Trip
According to the survey, Gen Z travelers are 13% more likely to say they like road trip travel because of the bonding time it allows. Millennials are 9% more likely to enjoy the adventurous nature of the trip type. And more so than those generations, Baby Boomers report liking road trips for their scenic views, flexibility and cost savings possibilities.
